Introduction Introduction

Cirque du Soleil is a Canadian entertainment company, self-described as a "dramatic mix of circus arts and street entertainment." Based in Montreal, Quebec, Canada, and located in the inner-city area of Saint-Michel, it was founded in BaieSaint-Paul in 1984 by two former street performers, Guy Lalibert and Gilles Ste-Croix.

Cirque du Soleil
Circus of the Sun founded in 1984 by Guy Lalibert; Tacticts: 1.Promote the show; 2. Find not easily replaced performers; 3.eliminate spoken dialogue; 4. cut out expensive and controversial animal acts.

o 4.000 employees from 40

countries;
o 17 shows n 271 cities; o INCOME $810 million/year; o AWARDS: Emmi, Bambi, Drama Desk.

$600 million-a-year Entertainment Empire

The cost to stage one of the performances (K)$165 million.

A devoted public that will pay almost any ticket price (from $40 to $195) to see the elaborate shows

minimal EXPENSES
Cirque du Soleil made a permanent theater, that cost $25 million and required three years: To conceive; Cast; Design; Train; Produce.

Shows
Saltimbanco (1992; 2007); Mystre (1993); Alegria (1994); Quidam (1996) ; O (1998); Varekai (2002); OVO (2009)

Hierarchy of beloved brands in 2004:

Cirque du Soleil(No.22); Ahead of the brands: McDonald's; Microsoft; Volkswagen; and (ouch) Disney.

Costumes
o n 2008 25.000 costumes; o 3.000 pairs of shoes/year

o Show Mystere 2.000 sparkles on a costume; o Show O 2 months to sew a costume.

America Europe Asia

Oceania

Europe 15 countries
Austria Belgium Denmark

Finland
France

Germany
Ireland Great Britain

Norway Holand Portugalia Russia Spain

Sweden

Switzerland

Question to be discussed
1.What is Cirques product and its strategy?
2. How has Cirque Structured and supported its casts to deliver superior performances? 3. What are the challenges to Cirques continued growth and / or diversification?

Ans 1. Cirque du Soleil, a Quebec based company, is a circus that does not has a product. What it does offer is artistic works with a high-quality, artistic entertainment It gives the spectators the experience of a theater and a dance circus without animals combining street performances, clowns, acrobats, and gymnasts

Strategy is to evoke the imagination, invoke the senses and provoke the emotions of people blue ocean strategy

2. How has Cirque Structured and supported its casts to deliver superior performances?
Ans. 2 Cirque structured its show by combination of fine recruiting strategy and strong culture of community and family.
Cirque tried to find out and recruit the right artists. Its recruitment strategy involves getting new people on board and selection of the best talent available world-wide. Cirque creates an atmosphere of a family & this encourages the huge diversity among the employees. Cirque supports all of its employees doing everything possible to improve their performances.

3. What are the challenges to Cirques continued growth and / or diversification?

Ans 3. The Challenges are : To find the right Artist and fit into the currently conceived production Cirques diversification is a problem for their sense of belongings because here people see the show they have created and it moves them, they cry but in other business there is less emotional attachments More business people joining the companys upper rank makes Cirque have a business flavor and this might kill the soul of Cirque.

Continued..
New competition of cirque are rising. For example Cirque Oz in Australia tried to prevent Cirque du Soleil from getting permits High ticket prices were removing a lot of possible audience members and making some employees concerned that Cirque is only for the privileged.

Cirque had to reinvent the circus every so often that the customers and the artists be excited about the work.

Recommendation..
Cirque du Soleil should reinvent and find new ideas of circus for both the customer and artists to feel excited about the work. They should decrease the price so that mass people along with potential artists can see the performances

Cirque should keep the right mix of business people with talented and creative artist on the upper rank so that the soul of Cirque may not die.
They can diversify their product keeping in mind of their sense of belongings

Thank You